El Rayo (‘The Thunderbolt’ for my Spanish-speaking friends) is a high-end tequila brand with a beautiful illustration-based packaging system. The brand’s narrative offers a fresh spin on the popular legend that describes the origin of tequila. In the legend, a farmer comes upon a field during a thunderstorm. He witnesses a lightning strike come down on an unsuspecting agave plant that pours out tequila from where it was struck. The labels show this exact moment of the story, the farmer in the foreground observing a foiled lightning bolt coming down on the landscape in front of him.
El Rayo Tequila Branding & Packaging by Toro Pinto.
